We expect more from technology and less from each other.
Sherry Turkle
Welcome to the June edition of our newsletter!
Each month we meet here to share the themes that have crossed our creative journey and are echoing out into the world. In this edition, you'll find stories on AI at Cannes, the creators' playbook, the LGBTQ2S+ consumer, brands at the World Cup and the Apple TV rebrand.
In the section Tátil around the World, we have the Vanto Group case, five years of Ekos Ryos and the new article by Fred Gelli.
Our goal is to stay true to our core principle of working WITH, not FOR. Feel free to share your suggestions, comment on our content, or interact with us by replying to this email.
Enjoy your reading!
Communication, Marketing, and Brand Team - Tátil
Top 5 Tátil Curations
Nothing scales better than mediocrity
Creative Boom's read on Cannes 2026 catches a festival that stopped asking how to use AI and started asking what it cannot replicate. "Agencies are obsessed with scale. Nothing scales better than mediocrity", said Rory Sutherland, while activations pivoted toward the analog and the tangible, personalized newspapers, sonic branding, real human moments.
The engagement metric measures nothing
A new playbook from System1, WPP Media and TikTok takes apart the industry's favourite creator metric. Across 129.6 million engagements, engagement rate showed effectively no relationship with whether brand memory grows, while creator ads deliver 23% more Brand Memory Lift than standard brand ads. What actually moves memory is the alignment of creative quality, creator fame and brand fit, and when the three line up the lift reaches roughly 4x.
The quiet cost of the quiet retreat
As brands soften their Pride visibility under political pressure, a Human Rights Campaign report puts a number on the retreat. Almost three in four LGBTQ2S+ consumers buy less from brands that roll back inclusion, a market worth more than US$3.9 trillion, and those brands lose them at twice the rate of everyone else. "Businesses are afraid to go against this current administration in any way," says Eve Keller, of the US Association of Prides. Stepping back to avoid a fight turns out to carry a price of its own.
Winning the World Cup without paying for it
A Pulsar read of the tournament's social conversation shows the brands owning the moment are often the ones with no official deal. Gillette turned FIFA's stadium-branding ban into an asset by hiding its logo as shaving foam, Heinz pre-taped an "Unofficial Stadium Ketchup," and Levi's moved first with a logo-free avatar, each claiming narrative ownership on a fraction of the volume. The numbers say presence is now bought with creativity and speed, not only with sponsorship.
Made by hand, on purpose
Apple TV took the Design Grand Prix at Cannes 2026 for a rebrand that refused the shortcut. The new mark is a glass sculpture, coloured, hand-crafted and filmed in a studio rather than generated by a computer, with a sonic identity by Finneas to match. The jury's reasoning was blunt: it could have been made far quicker with technology, and instead it was made by hand, gloriously human. In a festival arguing about automation, the slow, tactile route became the loudest statement in the room.
Tátil around the world
[Case] Vanto Group
Recognized for the 6th time by Forbes among the best management consultancies in the world, Vanto Group is defined by intensity, depth and lasting impact. It combines the reliability of the great strategy houses with the attentive listening of a boutique to create lasting transformations in corporations that face a challenge and long for change. Our goal was to translate that singularity into a brand worthy of its sophistication.
Ryos
Five years ago, the Natura Ekos Ryos project arrived at Tátil, and since then we have dived into the rivers of the Amazon, traveled the territory and learned from the peoples and the nature that live there. From the geometry of the Amazonian rivers came its typography, drawn alongside the Abridores de Letra, local artists who hand-paint the names of the region's fishing boats and canoes. What was born from that listening and exchange has craft and brazilnness at its core. Today, we celebrate this project and our greatest source of inspiration, living Brazil.
[Article] Fred Gelli
"Our home is a rare and blue jewel. What did we come looking for here that we still haven't learned to love back there?" In the new article by Fred Gelli for Fast Company Brasil, the first person to set foot on Mars trades the historic line the world expected for a question no one saw coming. From it a generational turn is born, people who no longer want to be consumers, they want to be savourers. A fiction about desire, belonging and the chance to relearn how to inhabit the Earth.
